Google buys GIF startup Tenor to bulk up image search

The search giant will also integrate the GIF platform into other products, like Gboard.

Richard Nieva Former senior reporter
Richard Nieva was a senior reporter for CNET News, focusing on Google and Yahoo. He previously worked for PandoDaily and Fortune Magazine, and his writing has appeared in The New York Times, on CNNMoney.com and on CJR.org.
Richard Nieva

Google is upping its GIF game.

Claudia Cruz/CNET

Google wants to make it easier for you to find that perfect GIF.

On Tuesday, the search giant said it's acquiring Tenor, a platform for searching for GIFs on Android, iOS and desktop. Terms of the deal weren't disclosed.

Google will integrate Tenor's library of GIFs into its image search engine, as well as use it to improve other products, like the Gboard mobile keyboard software.

Last month, Tenor CEO David McIntosh reportedly said the company gets 12 billion GIF searches a month.

One service that uses Tenor's platform is Facebook Messenger. Google didn't say what will happen to that relationship, and the search giant didn't immediately respond to a request for comment.

However, Google did say in its announcement that Tenor will keep its separate brand and that Google is "looking forward to investing in their technology and relationships with content and API partners."